NRMA waves goodbye to road rage in a new behaviour change campaign via Infinity Squared
NRMA has launched a new behaviour change campaign via Infinity Squared, to address the growing problem of road rage, one of the most serious concerns of its members.
The “Wave Goodbye To Road Rage” campaign aims to get all road users to re-appraise their behaviour on the road, arming them with 4 simple “Road Wave” gestures to head-off potential incidents.
Says Tom Phillips, partner, Infinity Squared: “Driving & cycling on Sydney roads has been a hotly debated topic in our office for some time. It’s a scary place and we’ve all been the victim or perpetrators of road rage of some degree. We felt passionate enough about it to approach the NRMA and work together with them to develop the campaign. Fortunately for us NRMA felt equally as passionate and got behind the initiative.”
Says Wade O’Leary, advocacy and community content manager, NRMA: “This initiative is a great way for us to reach our members and non-members to address a serious problem. In a survey of 1200 members conducted last year two-thirds of respondents had been the victim of a road rage incident and 80 per cent had witnessed an attack. Perhaps even more alarming is that 1 in 4 incidents had been witnessed by children. So it’s important for us to start getting road users and their children to reconsider behaviour on the road, otherwise it becomes a compounding issue.”
Creatively the campaign aims to shine a light on the absurdity of road rage, no one ever feels like a winner after they’ve raged. Infinity Squared collaborated with writer / director Kelly Boulton (Sesame Street, ABC TV) who developed the film into a song (singing it as well) and directed it in collaboration with illustrator / animator Suren Perera from Renmotion.
Says Dave Jansen, partner, Infinity Squared: “The simplicity of a cartoon and the repeat viewing of a song felt like the right way talk to both adults and kids. Naturally people are comparing it to Dumb Ways to Die, which was never the inspiration but we’re happy to go with it if it gets us 128 million views.”
RoadWave was launched organically to NRMA’s Facebook community yesterday and will receive further media support over the next few days.
Client – NRMA (Wade O’Leary & Reg Chamberlain)
Brand – NRMA
Original Concept – Infinity Squared
Strategy Director / Managing Partner – Tom Phillips
Project Management – Gwendolyn Jimenez
Writer & Director – Kelly Boulton
EP – Dave Jansen
Producer – Morgan Benson-Taylor
Production Assistant – Amy Jarman
Animator and – Illustrator – Suren Perera “Renmotion”
Composers – Damian de Boos – Smith and Kelly Boulton
Lyrics – Kelly Boulton (verses) and Nick Boshier (chorus)
Performed by – Damian de Boos – Smith (instruments), Kelly Boulton (vocals) and Matt Seaberg and Yiscah Symonds (character voices)
Recorded at – Church Street Studios, Sydney
Sound Mix – Kath Burrows at Noise International
4 Comments
Well done all. That’s really clever and fun to watch. Great initiative from NRMA for all the right reasons.
Good message, really uncompelling viewing.
Really ….? Great intention. BAD BAD BAD music. Patronizing twaddle sung in a little girl voice is meaningless and trite.
“Meaningless and trite” shows you don’t understand the self reflexive comedy and parody of classical Hollywood musical. It is created to look at itself in a mirror, to make a comment that only those in the situation could make. The singer is the facilitator of the Road Rage Anonymous group. She is observing and commenting and giving controlled passive comparisons. But yes, 100% good intentions and hopefyully some people got it ✋